What if your business could absolutely dominate your local competition?
In an increasingly global world, it can be tough to cut through the noise and reach the local audiences who matter most. That’s where Google Local Service Ads (LSAs) come in, designed to connect you with nearby customers who are ready to book now. With the right approach, you could have a small army of locals knocking on your door in no time, especially when paired with a smart balance of organic and paid search strategies.
If you’re wondering what Google Local Service Ads are and how they can benefit your business, you’re in the right place. These ads appear at the very top of relevant Google searches and give service-based businesses a powerful way to boost visibility and trust. You can learn more from Google’s official Local Services Ads page.
What You’ll Learn in This Guide
In this article, you’ll learn how to make the most of Google Local Service Ads to grow your business. Specifically, we’ll cover:
What Google Local Service Ads are and how they work
Why LSAs matter for local visibility and conversions
Which industries and locations currently qualify
The benefits of tools like the Google Guarantee and lead management
Six proven strategies to rank higher, earn trust, and convert more leads
Let’s dive in and explore how you can take advantage of this powerful opportunity to reach more local customers.
What Are Google Local Service Ads?
We’ve prepared this guide to help you understand how Google Local Service Ads (LSAs) can benefit your business. But first, let’s define what they are.
Google Local Service Ads are a third type of search result that appears above traditional paid search (PPC) and organic listings. These ads are triggered when users search for specific service-based businesses in their local area.
Displayed at the top of Google Search, LSAs highlight essential business details such as Google Reviews, hours, service area, and contact info. On mobile, users can even call your business with a single tap.
Why Local Visibility Matters
You might be wondering whether these ads are really that important. The short answer: absolutely.
According to Google research, 75% of local searches result in a store visit within 24 hours. That’s because most people conducting local searches are ready to take immediate action, like hiring a plumber, pest control specialist, or locksmith.
Instead of competing in crowded organic listings or relying solely on traditional PPC, LSAs give you top-tier visibility when your audience is most likely to convert.
Availability by Industry and Location
While Google Local Service Ads are a powerful tool, they’re currently only available to specific industries in select regions. The program continues to expand, but not all businesses are eligible yet.
As of now, LSAs are widely available to professionals such as electricians, garage door specialists, HVAC technicians, locksmiths, and plumbers throughout the United States.
Additional industries supported in certain metropolitan areas include:
Air duct cleaning and appliance repair
Auto glass and general auto services
Carpet cleaning and event planning
Handyman services and home improvement
House cleaning, junk removal, moving, and painting
Pest control, pet care, photography, and roofing
Tree services, tutoring, upholstery cleaning, water damage repair, and window cleaning
Although LSAs began with limited availability in California, they are now present in numerous states and metro areas. Over time, access is expected to expand even further, making these ads an essential part of any local service business’s digital strategy.
How to Set Up Google Local Service Ads
Setting up Google Local Service Ads is a straightforward process, but each step plays a key role in making sure your business appears in front of the right local customers. Whether you’re starting fresh or looking to improve your setup, here’s how to get everything in place for a successful campaign.
1. Confirm Your Eligibility
Before anything else, make sure your business operates in a supported industry and geographic area. Local Service Ads are currently limited to specific service-based businesses and metro regions. You can verify your eligibility using Google’s Local Services Ads signup tool.
2. Create or Access Your Google Business Profile
Google LSAs rely on the information in your Google Business Profile (GBP), including your service area, business hours, phone number, and customer reviews. If you don’t already have a GBP, create one at https://business.google.com/ . If you already have one, double-check that all info is accurate and optimized for local search.
3. Create or Access Your Google Business Profile
Visit the Local Services Ads homepage and click “Get Started.” You’ll be asked to:
- Select your business type and location
- Choose service categories that match your offerings
- Define your service areas by city, ZIP code, or region
- Enter your weekly budget (you only pay per lead)
4. Complete Your Business Profile
Within your LSA dashboard, fill out your business details including:
- Business name and owner information
- Service hours and customer service preferences
- Photos or licenses, if applicable
- Job types or services you want to promote
This information will appear in your ad and helps customers decide whether to contact you.
5. Pass Google's Verification Process
To protect users, Google requires businesses to pass background checks, confirm liability insurance, and upload required licenses. The background check typically covers the business owner and may extend to employees in customer-facing roles.
Make sure all documentation is current and accurate to avoid delays in approval.
6. Turn Your Ads On and Start Managing Leads
Once you’re verified, your ads can go live. You’ll appear at the top of relevant local searches with a clickable ad that includes your rating, reviews, and contact info.
From here, you can manage leads through your LSA dashboard-mark them as new, active, or booked, and respond promptly to improve rankings and conversions.
Google Local Service Ads vs Google Ads: What’s the Difference?
If you’ve run traditional Google Ads (also known as Google Search Ads), you might be wondering how Local Service Ads compare—and when it makes sense to use one over the other. While both help your business appear in Google Search results, they differ significantly in how they’re structured, priced, and presented to users.
The table below breaks down the key differences between Local Service Ads and standard Google Ads to help you decide which is the best fit for your business goals.
| Feature | Google Local Service Ads | Google Ads (Search) |
|---|---|---|
| Ad Placement | Above Google Ads and organic results | Top, middle, or bottom of SERP |
| Pay Model | Pay per lead | Pay per click |
| Industry Focus | Service-based local businesses only | Open to all industries |
| Setup Complexity | Requires verification, licenses, insurance | No verification required |
| Trust Signal | Google Guaranteed badge | No built-in trust badge |
| User Journey | Click to call or message | Click to landing page or website |
| Lead Quality | High intent and geo-targeted | Varies by targeting and copy |
| Lead Disputes | You can dispute invalid leads | No refund for poor clicks |
Now that you know how the two platforms differ, let’s explore which one is better suited for your business goals and marketing strategy.
Which Should You Choose?
Choose Google Local Service Ads if you run a local service-based business like HVAC, plumbing, pest control, or law and want to drive direct calls or messages from nearby customers. LSAs deliver high-intent leads with minimal setup once you’re verified.
Choose Google Ads if your goal is to drive traffic to landing pages, promote offers, or scale campaigns across broader search terms or audiences. They offer more control over keywords, bidding, and creative testing.
For many businesses, a hybrid strategy using both LSAs and traditional Google Ads delivers the best results. You get high-intent, trust-backed leads from LSAs and long-term reach and flexibility from Google Ads.
Qualifying for Google Local Service Ads
If your business operates in a supported industry and location, you’re one step closer to running Local Service Ads. But before your ads can go live, there’s one final hurdle: Google’s screening and verification process.
This includes a background check for the business owner and potentially for field employees as well. Google’s primary goal here is to protect users by ensuring businesses are trustworthy, properly licensed, and legally compliant.
You’ll also need to provide proof of general liability insurance and meet any local licensing requirements. Failing to meet these standards can delay or prevent your business from participating in the program.
Once you’ve cleared these steps, you’re officially eligible, and ready to tap into the high-converting potential of Google Local Service Ads. Below, we’ll walk through six key strategies to help you stand out, earn trust, and drive real local leads.
1. Understand The Rank Signals
Google Local Service Ads prioritize results based on several ranking signals. While you cannot control everything such as how close a searcher is to your business or the time of day, you can influence the factors that matter most.
These include your responsiveness to leads, your average Google rating, and whether your business has any unresolved complaints. Businesses that respond quickly, maintain strong reviews, and deliver consistent service tend to rank higher.
By focusing on these controllable signals, you improve your chances of appearing first when potential customers are ready to book.
2. Flash That Google Guarantee
Google Local Service Ads prioritize results based on several ranking signals. While you cannot control everything such as how close a searcher is to your business or the time of day, you can influence the factors that matter most.
These include your responsiveness to leads, your average Google rating, and whether your business has any unresolved complaints. Businesses that respond quickly, maintain strong reviews, and deliver consistent service tend to rank higher.
By focusing on these controllable signals, you improve your chances of appearing first when potential customers are ready to book.
3. Trick Out Your Business Bio
Beyond reviews and ratings, your business bio provides the perfect space to share what sets you apart. When users click to expand your profile, they are looking for proof that you are credible and experienced.
This is your chance to highlight certifications, licenses, BBB accreditation, years in business, and any achievements that resonate with your audience. Reinforcing trust through transparency is key. Learn more about how to build credibility with your profile in our guide on why online reviews are important.
A well-optimized business bio can make the difference between being considered or being contacted.
4. Encourage Customer Reviews
Customer reviews are not just valuable, they are essential. Google uses them to help determine your ranking in Local Service Ads, and consumers rely on them to make informed decisions.
Modern buyers trust online reviews as much as recommendations from friends and family. Consistent five-star feedback leads to stronger placement in search results and more qualified leads. According to Forbes, reviews influence purchasing decisions and drive local traffic.
Make review collection part of your process. Ask for feedback through follow-ups, post-service check-ins, and email reminders. A steady stream of positive reviews will build authority and attract new customers.
5. Master the Lead Management System
Google Local Service Ads make it simple for users, especially on mobile, to call your business directly from search. Mobile usage is now more dominant than desktop, as noted in this TechCrunch study, which means you need to be ready to respond fast.
Google’s dashboard helps you manage those leads efficiently by organizing them into three categories: new leads, active leads, and booked appointments. Use this system as a streamlined CRM. Track names, service needs, locations, and conversation details.
Organized lead handling ensures better customer experiences and higher conversion rates. When your follow-up is prompt and personalized, you stand out in a crowded local market.
6. Monitor Your Budget and Lead Costs
One of the advantages of Google Local Service Ads is that you set your own weekly budget and only pay when a real lead contacts you. However, staying on top of your costs is key to maximizing ROI.
Lead costs vary by industry and location, ranging anywhere from $20 to $80 per lead depending on competitiveness. If you’re in a high-demand service area like plumbing, HVAC, or legal, expect pricing on the higher end of that spectrum.
You can track your cost per lead and lead quality in the LSA dashboard. If you receive invalid leads-like wrong numbers or unrelated inquiries-you can dispute them directly with Google for potential credit.
Setting a realistic budget, analyzing performance weekly, and optimizing your service areas or ad schedule are all critical for dominating the competition without overspending.
Google Local Service Ads: Dominate and Win
Google Local Service Ads are a powerful way for service-based businesses to attract high-intent leads and stay ahead of local competitors. From gaining visibility at the very top of search results to earning customer trust through the Google Guarantee, LSAs offer a competitive edge that’s hard to beat.
Understanding how to qualify, set up, and optimize your presence within the LSA system can make a measurable impact on your lead flow and local market share. And while LSAs are just one piece of the puzzle, they work best when paired with a solid foundation of local SEO, reputation management, and a fast, conversion-friendly website.
Need Help Boosting Your Local Visibility?
At Direction, we specialize in helping local businesses grow through strategic digital marketing. Whether you’re improving your Google Business Profile, building an SEO-driven website, or looking to generate more leads through organic search, our team is here to support your growth.
Let us help you strengthen your online presence, stand out in local search results, and turn more visitors into loyal customers.
Frequently Asked Questions About Google Local Service Ads
How do I get started with Google Local Service Ads?
You can begin by visiting the Google Local Services Ads signup page. From there, you’ll select your industry and location, verify your business details, pass required background checks, and set up your ad profile to start receiving leads.
What types of businesses can use Local Service Ads?
LSAs are available to a wide range of local, service-based businesses. These include HVAC, plumbing, electrical, pest control, law, real estate, cleaning services, and more. Eligibility depends on your industry and service location.
Do I need a Google Business Profile to use LSAs?
Yes. Your Google Business Profile provides essential details-like service area, contact info, and reviews-that feed into your Local Service Ad. Make sure your profile is fully optimized and verified before starting.
How are Local Service Ads different from regular Google Ads?
Unlike traditional Google Ads, LSAs operate on a pay-per-lead model instead of pay-per-click. They appear at the very top of search results, include the Google Guarantee badge, and are designed specifically for local service providers.
Can I control how much I spend on Local Service Ads?
Absolutely. You set a weekly budget based on the number of leads you want to receive. Google will never exceed your budget, and you can adjust it anytime based on your goals and performance.
